Starbucks Korea has dismissed its chief executive following widespread backlash over a promotional campaign linked to the anniversary of South Korea’s 1980 Gwangju pro-democracy uprising.
The controversy centred on the use of the phrase “Tank Day” to market a series of reusable “Tank tumblers,” released on May 18, the same date as the anniversary of the deadly military crackdown on pro-democracy protesters.
The wording sparked public outrage for its perceived reference to military tanks used during the suppression of the 1980 uprising, a defining moment in South Korea’s democratic history in which hundreds of civilians were killed or went missing.
A company representative confirmed to AFP on Tuesday that Son Jung-hyun, head of Starbucks Korea, had been dismissed over the incident. The decision was taken by Shinsegae Group, which operates Starbucks stores in South Korea.
South Korean President Lee Jae Myung also condemned the campaign, describing it as disrespectful to victims of the Gwangju uprising and accusing it of undermining democratic values. He expressed anger over what he called a “profiteering stunt” on social media.
The Gwangju uprising, which took place in May 1980, remains one of the most sensitive events in South Korea’s modern history, with official records reporting at least 165 deaths, though estimates suggest the toll may be higher.
Following the backlash, Starbucks Korea issued a public apology, saying it “sincerely bowed” to the victims and acknowledged that the promotional wording was inappropriate.
The company also pledged to strengthen internal training on historical awareness and ethical standards to prevent similar controversies in the future.
